标签： 上海桑拿

Electric car battery, electric car battery is dry battery or lithium battery？

1. Is the battery of electric vehicle a dry battery or a lithium battery?

Dry batteries are generally lead-acid batteries. With the same capacity and voltage, the weight of lead-acid battery is three times that of lithium battery. Lead-acid batteries also have a short life. Current lead-acid batteries can’t go far in two years, while lithium batteries can last for five years. Due to its own weight, the battery life is incomparable to that of lithium batteries. But dry batteries are cheaper. It depends on how you choose. What suits you is a good lithium battery electric car: advantages: high efficiency. The car body is light, the mileage is long, and the requirements for the use and maintenance of users are not strict. Disadvantages: the price is high, and the domestic lithium battery technology is uneven, and the lithium battery used for electric vehicles has potential safety hazards. Lead-acid battery electric vehicle: advantages: high cost performance. The battery is relatively cheap, with large capacity, many battery brands and mature technology. Disadvantages: the efficiency is not very high. The battery pack is bulky, resulting in a heavy body and short mileage, so it is necessary to maintain the battery regularly.

2. Is dry battery or lead-acid battery better for electric vehicles?

Electric bicycles and motorcycles have become important means of transportation in large, medium and small cities and are generally accepted by people. Compared with traditional bicycles, the price of electric bicycles is generally higher, so the service life has become the most concerned issue. In fact, the battery is one of the core components of the electric bicycle, and the service life of the battery largely determines the service life of the electric bicycle. In this regard, Chaowei Battery said that strengthening the maintenance of the battery will extend the service life of the battery. It is understood that the batteries used in electric vehicles are lead-acid batteries! Dry batteries are a scam! In addition, I will send you a message: the starting current of electric vehicles is very large, especially for electric motorcycles with high-power motors. Heavy current will damage the battery plate. The best way is to start the power supply after riding the electric car like riding a bicycle. After the battery is used for a period of time, some active substances will inevitably settle. If the active substance is not activated in time, it will definitely affect the capacity of the battery. Deep discharge the battery once. Judging from the current use of electric vehicle batteries, lead-acid batteries are mature in technology, cheap in price and stable in performance. The dry battery of electric vehicle is mainly lithium battery, which is twice as expensive as lead-acid battery, but its service life is longer than that of lead-acid battery, but with the increase of charging times, its service life will become shorter and shorter. For example, lead-acid batteries need to be replaced once a year, and lithium batteries can be replaced once every two years, but lead-acid batteries can be replaced once a year, and the cruising range of lithium batteries will be shortened in the second year, which will affect their use.Compare their respective prices, calculate the cost and your own usage, and see which is more cost-effective. I recommend lead-acid batteries. Dry batteries are easy to use, durable and small in size, but the price is a bit expensive. It is the future development. Lead-acid batteries will be out of stock. Use lead-acid batteries. The storage capacity is stronger. If you ride it every day, you’d better charge it every day. I know a lot of fake batteries, so it’s unnecessary, right?

3. Is lithium battery for electric vehicle really better than lead-acid battery?

Lead-acid batteries have the largest number. Lead-acid batteries are the cheapest and most commonly used. China is the largest producer of lead-acid batteries in the world. It contains less pollution components and has good recyclability. The disadvantage is that the specific volume is small. In other words, under the same capacity, the weight and volume of the battery are very large. At present, lead-acid batteries are basically developed from floating batteries. Floating battery is not suitable for fast charge and high current discharge. Although technicians have spent a lot of energy on effective improvement and can put it into practical use, its service life is still very long. Colloidal batteries belong to a development category of lead-acid batteries. The simplest method is to add gelling agent to sulfuric acid, so that sulfuric acid can be electrically liquefied into colloidal state. The battery with electro-hydraulic colloid state is usually called colloid battery. In a broad sense, the difference between colloidal battery and traditional lead-acid battery is not only that electro-hydraulic battery is changed into colloid. For example, non-condensed hydrocolloids belong to colloidal batteries in electrochemical classification structure and characteristics. Another example is that polymer materials are attached to the grid, commonly known as ceramic grid, which can also be regarded as the application characteristics of colloidal batteries. Recently, some laboratories have added targeted coupling agents to the polar plate formula, which greatly improved the reaction utilization rate of the polar plate active materials. According to unpublished data, its weight ratio can reach 70wh/kg. These are the current industrial practice and the application examples of colloidal batteries that will be industrialized soon. The difference between colloidal batteries and conventional lead-acid batteries is that from the initial understanding of electrolyte gelation to the study of electrochemical characteristics of electrolyte basic structure,Then to the application and promotion of grid and active materials. Its most important feature is to manufacture better batteries along the road of lead-acid battery industry for 150 years with relatively small industrial cost. Its discharge curve is flat and its inflection point is high, and its specific energy is 20 times larger than that of conventional lead-acid batteries. The battery of electric vehicle must choose lithium battery. Lead-acid batteries used in traditional electric vehicle batteries will produce a lot of pollution and lead vapor after being discarded. According to statistics, a batch of waste batteries of electric vehicles will pollute tens of thousands of tons of water. Lead is not easy to be excreted, and it can also cause diseases such as metabolism, reproduction and nerves. Once the lead content in the human body exceeds the standard, it will lead to mental decline, fetal malformation, and it is easy to induce malignant tumors in children and even lead to death. Compared with lead-acid batteries, lithium batteries have natural advantages in environmental protection. The materials used for lithium batteries do not contain harmful heavy metals such as cadmium, lead and mercury. In the process of production and use, lithium batteries do not produce any pollutants, which ensures human health. Solved the problems of water source and soil. In addition, lithium batteries also have the advantages of large specific energy, long cycle life, low self-discharge rate and no memory effect. The storage energy density of lithium batteries is high, which has reached 460-600wh/kg at present, which is about 6-7 times that of lead-acid batteries. The service life can reach more than 6 years, and the anode lithium iron phosphate battery can charge and discharge 1cdo. Can be used for 10,000 times; It has high power tolerance, and the Ferrous lithium phosphate lithium-ion battery used in electric vehicles can realize the charge and discharge capacity of 15-30c, which is convenient for high-intensity start acceleration;The self-discharge rate is extremely low, which is generally lower than 1% per month at present, less than 1/20 of that of Ni-MH battery; Lithium battery can completely meet the power requirements of electric vehicle batteries, and become an ideal product for electric vehicle applications because of its green and environmental protection characteristics. I hope it will help you.

4. Why are the batteries of electric vehicles all lead-acid batteries?

Of course not, because lead-acid batteries have the following characteristics and advantages: sealed structure, no acid leakage and no acid mist emission. One-way exhaust valve (also called safety valve), the function of this valve is that when the amount of gas inside the battery exceeds a certain value (usually expressed by air pressure value), that is, when the air pressure inside the battery rises to a certain value, the exhaust valve automatically opens, discharges gas, and then automatically closes the valve to prevent air from entering the battery. Compared with ordinary lead-acid batteries used in automobiles, valve-regulated lead-acid batteries have two main characteristics: one is sealing; The second is dry. Sealing means that there is basically no acid mist discharged. Generally, the VRLA battery is "zero emission" during its operation (charging and discharging), and only when the gas pressure in the battery exceeds the opening pressure of the safety valve in the later period of charging can a small amount of mixed gas of hydrogen and oxygen be discharged, and at this time, a small amount of acid mist is filtered out by a filter material. Dry state means that the VRLA battery has no free flowing electrolyte, and can be placed in any direction, not afraid of bumps and collisions, and no acid will leak out even if the shell is broken. During the use of lead-acid batteries, chemical energy is only continuously converted into electrical energy, and electrical energy is also converted into chemical energy, which is repeatedly circulated, thus causing "zero emission" to the external environment and no pollution to the environment, which you do not have with 40 No.5 batteries. 1. Electric vehicle batteries are not all lead-acid. Now there are many lithium-ion electric vehicle batteries, and most of them are composed of many small batteries. The adoption of lead-acid batteries is the result of many considerations such as production difficulty, cost and reliability.2. The basic feature of lead-acid battery is that it does not need to be maintained by adding acid and water during use. The battery has a sealed structure, which will not leak acid or discharge acid mist. The battery cover is equipped with a one-way exhaust valve (also called a safety valve), which is used to prevent air from entering the battery when the gas volume inside the battery exceeds a certain value (usually expressed by air pressure value), that is, when the air pressure inside the battery rises to a certain value, the exhaust valve will automatically open, exhaust gas and then automatically close the valve to prevent air from entering the battery. 3. Compared with ordinary lead-acid batteries used in automobiles, VRLA batteries have two main characteristics: one is sealing; The second is dry. 4. Sealing means basically no acid mist is discharged. Generally, the VRLA battery is "zero emission" during its operation (charging and discharging), and only when the gas pressure in the battery exceeds the opening pressure of the safety valve in the later period of charging can a small amount of mixed gas of hydrogen and oxygen be discharged, and at this time, a small amount of acid mist is filtered out by a filter material. 5. Dry state means that the VRLA battery has no free flowing electrolyte, and can be placed in any direction, without fear of bumps and collisions, and even if the shell is broken, there will be no acid leakage. 6. During the use of lead-acid batteries, chemical energy is only continuously converted into electrical energy, and electrical energy is also converted into chemical energy, which is "zero emission" to the external environment and will not cause pollution to the environment. One reason: cheap. If you change to a lithium battery, the battery will cost thousands ~ now it mainly depends on lead acid to store electricity and generate electricity, and there is no better material to replace it. Besides, this cost is low, which is suitable for the needs first! Not all batteries of electric vehicles are lead-acid.Now there are many lithium-ion electric vehicle batteries. Lithium-ion electric vehicle batteries. Most of them are also composed of many small batteries. The adoption of lead-acid batteries is the result of many considerations such as production difficulty, cost and reliability. Your scheme is feasible in theory, but just accumulating one item based on the quality difference between batteries makes your scheme useless. Not to mention cost and reliability.

5. What kinds of batteries are available for pure electric vehicles? There are two types of batteries for electric vehicles, storage batteries and fuel cells. Batteries are suitable for pure electric vehicles, including lead-acid batteries, nickel-cadmium batteries, nickel-hydrogen batteries, sodium-sulfur batteries, secondary lithium batteries and air batteries. Among them, lead-acid batteries, nickel-cadmium batteries and nickel-hydrogen batteries appeared earlier, and they are also the types of batteries that have been generally eliminated. Nowadays, the mainstream pure electric vehicles are basically lithium batteries, mainly including lithium cobalt oxide batteries, such as products; Lithium manganate batteries, such as (||) and Leaf Wind; Lithium iron phosphate batteries, such as products, (||), etc. Lead-acid battery is the most commonly used new energy vehicle battery. The polar plate of lead-acid battery is a grid made of lead alloy, the electrolyte is dilute sulfuric acid, and both polar plates are covered with lead sulfate. However, after charging, the lead sulfate on the electrode plate at the positive electrode is converted into lead dioxide, and the lead sulfate at the negative electrode is converted into metallic lead. When discharging, the chemical reaction in the opposite direction occurs. The advantage of lead-acid battery is that the electromotive force is stable when discharging, but the disadvantage is that the specific energy is small and it is corrosive to the environment. 1. There are two main types of batteries for electric vehicles, battery and fuel cell. Batteries are suitable for pure electric vehicles, including lead-acid batteries, nickel-cadmium batteries, nickel-hydrogen batteries, sodium-sulfur batteries, secondary lithium batteries and air batteries. 2. Among them, lead-acid batteries, nickel-cadmium batteries and nickel-hydrogen batteries appeared earlier, and they are also battery types that have been generally eliminated. Nowadays, the mainstream pure electric vehicles are basically lithium batteries, mainly including lithium cobalt batteries, such as Tesla products;Lithium manganate batteries, such as Toyota Prius and Nissan Leaf; Lithium iron phosphate batteries, such as BYD products, 1E, etc. 3. Lead-acid battery is the most commonly used battery for new energy vehicles. The polar plate of lead-acid battery is a grid made of lead alloy, the electrolyte is dilute sulfuric acid, and both polar plates are covered with lead sulfate. However, after charging, lead sulfate on the electrode plate at the positive electrode is converted into lead dioxide. 4. Lead sulfate at the negative electrode is converted into metallic lead. When discharging, the chemical reaction in the opposite direction occurs. The advantage of lead-acid battery is that the electromotive force is stable when discharging, but the disadvantage is that the specific energy is small and it is corrosive to the environment. For the time being, there are only experimental products for sodium-sulfur batteries for vehicles. 1. There are many kinds of fuel cells, such as hydrogen fuel cells, high-temperature fuel cells, direct methanol fuel cells, methanol reforming hydrogen fuel cells, metal fuel cells and so on. 2. At present, hydrogen fuel cells are the mainstream in the field of passenger cars, and Toyota is the representative factory. The biggest feature is that it can achieve pollution-free throughout the life cycle (from the beginning of raw material manufacturing to the final recycling). 3. The fuel hydrogen used has the characteristics of high energy density and zero pollution. The disadvantage is that the current cost is very high, and the volume power density is limited. Take the representative of the fuel cell vehicle (||) as an example, the volume of the fuel cell system of NO is roughly equivalent to a V6 engine, but the output power is only in the early 100KW, which is about 140 horsepower. The price of the whole vehicle is roughly equivalent to 338 horsepower. In fact, these two kinds of batteries can be said to have their own advantages. At present, lithium iron phosphate batteries are used a little more, because Ferrous lithium phosphate has good cycle stability.The cost is also relatively low. However, the consistency of Ferrous lithium phosphate is not as good as that of ternary battery, and there are still many problems in material stability, safety and processing technology. The specific landlord can check again, and the relevant information is still quite a lot. Personally, I recommend ternary batteries. At present, Ferrous lithium phosphate and ternary batteries are the main ones, and lithium manganate can be ignored. Take our car as an example. ev160 uses lithium iron phosphate battery, which is ternary lithium battery. Ferrous lithium phosphate’s technology is more perfect, but its future development is not as good as ternary lithium. I bought ev160, so I recommend Ferrous lithium phosphate, and I will buy ternary lithium car when ternary lithium technology is mature. Land Ark brought its newly listed pure electric vehicle v5s at the 2015 Energy Saving and New Energy Auto Show. The car was launched on October 15th, 2015, and it is the upgraded version of the first pure electric v5 launched by Land Ark in 2013. According to the staff, the car has a battery life of 150 kilometers and the price is about 75,000 yuan. Compared with lithium iron phosphate battery, ternary lithium battery has several improvements: power increase, energy density increase, charging rate increase, good low-temperature performance, and battery cells are combined and packaged. But lithium ternary is more unstable than Ferrous lithium phosphate, so the good and bad are 50% and 50% respectively.

The last ＂battle＂ before autonomous driving, Zhiji Automobile released the ＂Roadmap for the landing of smart driving products in the next 3-5 years＂

[Global Network Automobile Comprehensive Report] (August 16, 2023, Beijing) Recently, two Tsinghua alumni-Guo Hui, deputy CTO/ of Zhiji Automobile/chief scientist of intelligent driving, and Cao Xudong, CEO of Momenta, a global head intelligent driving algorithm player, joined hands with Tsinghua University Institute of Vehicles and Transportation.subdecanalProfessor Shengbo Eben Li, held in Tsinghua Science Park."IM AD DAY Zhiji Automobile Intelligent Driving Conference Tsinghua" exchanged and discussed with the guests on many topics such as technical route, experience standard and development trend before the end of automatic driving..

At the event, Professor Shengbo Eben Li of Tsinghua University shared "Safety Challenges and Technical Progress of Self-driving Cars", which was highly summarized."Data-driven" gives autonomous driving a "safe" technological evolution path. Guo Hui, chief scientist of Zhiji automobile intelligent driving, reviewed.TomojiAfter 2 years, the head player has been driving for 9 years.The technological evolution track of has reachedHuman driving safety3.2 timesUser experience of smart driving products; And published it."Roadmap for the landing of Zhiji automobile intelligent driving products in the next 3-5 years", announced that it will be this year.In October, the public beta of "IM AD City NOA" was officially launched, and it entered the "urban NOA era" in synchronization with the global head players..Cao Xudong, CEO of Momenta, analyzed in detail "Based on DDOD, DDLD, D.L.P artificial intelligence model,IM AD intelligent driving will be fully data-driven, and most scenes will be automatically driven in the next 3-5 years.",towards the end of automatic driving!

TomojiAfter two years of friendship and nine years of intellectual driving,In 2025, it will enter the era of Door to Door.

Coming soonThe NOA beta of the city opened in October means thatZhiji automobile YongIn 2 years (Zhiji brand was released in 2021), it completed the accumulation of head players in other industries for 9 years, and constantly set a new record of "the fastest mass production of intelligent driving products" in the industry..

From the road map, the futureIn 3~5 years, Zhiji Automobile will start the intelligent driving products to accelerate the running, and the intelligent driving products such as high-precision map NOA, urban NOA and commuting mode will be intensively launched:

· "Go to the high-precision map NOA", IM AD will open the public beta in September;

· "City NOA", which started internal testing in April this year, is progressing smoothly and will start public testing in October;

· "Commuting mode" is expected to quickly cover 100+ cities nationwide in 2024;

In 2025, IM AD will enter the era of Door to Door.

Achieved3.2 times the human driving safety, and the intelligent driving experience is superior to the industry’s head level.

At the same time of rapid evolution, high-standard intelligent driving experience is the highest value appeal of Zhiji automobile. Zhiji automobile intelligent driving assistance systemIM AD not only surpasses most human drivers in safety, traffic efficiency and road game ability, but also provides users with an experience obviously superior to the industry standard..

Especially the safety, at present, Zhiji automobile has achieved human driving safety.3.2 times of intelligent driving. The statistical results of actual driving data show that at present, the number of collision accidents per million kilometers of IM AD is 0.6, which is far lower than the number of collision accidents per million kilometers driven by human beings, which provides a solid security guarantee for the user experience of man-machine driving. IM AD’s safety class false braking frequency is less than once per million kilometers, which is 5 times better than the industry head standard.

On the performance experience,IM AD’s delivery standard is also strict, which exceeds the level of the top players in the industry, whether it is "driving performance" such as lane change efficiency, driving center performance, driving fluency and driving comfort, or "parking performance" such as parking space recognition ability, parking success rate and parking fluency. The success rate of IM AD lane change is as high as 98%, the uncomfortable deceleration is only 1.3 times per thousand kilometers, and the success rate of parking is 97%. It can be called a typical "hexagonal warrior".

Keep accelerating evolution with technological advantages, and realize safety, comfort and intelligence driven by all data.

As a new brand, Zhiji AutomobileBehind the 2-year-old distance between players in the head is the underlying technical advantage of joint development and two-way empowerment with Momenta.The core competence composed of more efficient architecture, rapidly evolving algorithms and higher utilization of generative data will continue to drive.The accelerated running of IM AD’s intelligent driving evolution.

IM AD is the only dual-intelligent computing platform compatible with Xavier and Orin, and its architecture adaptability is more efficient, the computing power requirement is reduced by 90%, and the running efficiency of the model is greatly improved by 500%.. Based on this, limited computing power can also achieve global visual integration; Only byThe scheme of "single lidar+single Orin chip" can also cover all urban scenes and meet the demand of NOA for high-precision maps.

At the same time,IM AD algorithm has the ability of faster technological evolution. In 2021, OneModel, BEV and Transformer technologies have been implemented, and in 2022, the first car was equipped to achieve mass production, laying the industry-leading technology base. In April 2023, Zhiji Automobile and Momenta released the industry’s first D.L.P artificial intelligence model, which solved the bottleneck problem of cognitive intelligence. The "NOA-to-high-precision map" public beta, which will be launched in September this year, will gradually realize the switching of map technology schemes and realize the uninterrupted assisted driving experience without relying on high-precision maps. On this basis, in 2024, IM AD is expected to enter the application stage of Occupancy occupying the network and realize automatic driving in most scenarios.

　

It is worth noting that, as the peak product of Zhiji automobile intelligence, the third model will be unveiled at Chengdu Auto Show.TomojiLS6, the whole department has NOA ability to go to high-precision maps, and the delivery is equipped with the industry’s first "one-click scene driving" function.on the basis ofIM AD intelligent driving technology solves the high-frequency pain points in the deterministic scene of users’ urban travel.

At present, IM AD is preparing for the technology to go to sea, and has completed the European localization adaptability training, and the planning algorithm has adapted to the local environment and driving habits. In 2024, with the launch of the first global strategic model LS6 of Zhiji Automobile, Zhiji Automobile will share China’s intelligent driving technology with the world, rapidly expand its overseas influence, and let the world see China, and China is the world!

Looking at the vitality of beauty care in 2024 from the ＂exit＂ brand

Entering 2024, the transcripts handed over by the beauty care industry are remarkable, and the beauty care of domestic products is even more eye-catching.

According to Qingyan Intelligence, in 2023, domestic products accounted for the most, accounting for more than half (50.4%).

The growth rate of domestic cosmetics sales was also the highest, with a year-on-year increase of 21.1%, while Japanese and Korean brands decreased by 17% and 26.1% respectively.

On the one hand, domestic beauty products such as Polaiya and Winona are popular, and on the other hand, some beauty care brands suddenly leave.

For example, Revlon, an old brand in Europe and America, won the make-up hegemony of 200 million sales in 1998, but it could not escape the fate of being eliminated and withdrew from the China market for the second time; South Korea’s online celebrity makeup brand BBIA was once a hit in the "golden age" of Korean makeup, but now it has stopped operating Tmall’s overseas flagship store.

DT Business Watch wants to use this as an incision to study three issues through data:

Why do these beauty care brands "exit" one after another?

What did those brands that grew against the trend do right?

With the change of consumer demand and concept, what should beauty care brands rely on to compete for incremental market in the future?

In 2023, the beauty care brand "exited in a large area"

According to incomplete statistics, in 2023, nearly 30 brands closed the official flagship store of the power outage platform, adjusted their business in China, or directly announced the brand clearance and closed down.

To further distinguish between international brands and domestic brands, "exit" brands mainly have the following four characteristics.

First of all, "online celebrity Makeup", which is hot in the world, is not as prosperous as expected in China.

For example, Japanese online celebrity brand CEZANNE Qian Shili, Korean online celebrity BBIA, American online celebrity e.l.f, United Arab Emirates online celebrity Huda Beauty … They are all quite popular brands in various countries, but their domestic discussion and sales are far from "online celebrity".

In particular, Japanese and Korean cosmetics, which have performed poorly since the epidemic, have shut down Tmall’s overseas flagship stores.

Secondly, the popularity of pure beauty care in China has arrived, but the international natural organic and pure beauty care brands are "silent".

According to the data disclosed by Tmall International in 2023, the new brand turnover of Clean Beauty category increased by 236% year-on-year.

In the little red book, Clean Beauty is also a concept of makeup and skin care that has attracted much attention. With the advantages of "good color matching", "multi-use lipstick, blush and eye shadow" and "comfortable texture", the multi-purpose cream of RED CHAMBER Zhu Zhan, a domestic pure care makeup brand, has won many people’s wallets.

International brands are a little lonely. Naturaglace, American Pure Skin Care FAB and Athr Beauty, the earliest natural and organic beauty brands developed in Japan, are all famous in China.

In addition, the international high-end beauty instrument, lost to domestic cutting-edge brands.

As one of the high-end beauty instrument brands, OPTE was originally known as the "beauty artifact", focusing on the function of shading and lightening spots. The price was more than 4,000 yuan, but the official flagship store of Tmall was shut down after four years.

In contrast, double 11 Shimeguang, Jimeng and other domestic brands are threatening, capturing many consumers with an average price of about 2,000 yuan and high cost-effective gifts, and winning the TOP 10 in the sales list of beauty instruments of major e-commerce platforms.

Look at the brands that have fallen on the domestic side. More than 60% are makeup brands, and most of them areFair price cosmetics.

Relatively well-known makeup brands such as Buqi, Kale Shuo, and Joy in it were mostly established in 2018-2020, when domestic makeup brands such as Hua Xizi and Perfect Diary rose, featuring cheap eye shadow and lipstick.

They used to ride the wind, but now they have suffered a big reshuffle in the market.

Why do these brands "exit"?

Further analysis of the reasons for the "exit" of the above brands will reveal thatTheir problems mainly focus on product and marketing, that is, the internal strength and external strength of the brand.

The problem of internal strength is easy to understand, that is, the research and development of formula and efficacy does not match the needs of consumers.

The evaluation of American pure skin care FAB in Little Red Book is mixed. Some consumers complained that "the skin care effect is ok", but "there is a strange smell that has not been used much" and "I really can’t stand it after washing."

China’s beauty care market, which is full of brands, never lacks competitors. If you don’t keep up with the needs of consumers, you will directly enter the blacklist.

However,It is not enough to cultivate internal strength, but also to pay attention to external strength, otherwise good products may "die" in obscurity.

Even internationally renowned brands will be "unaccustomed" if they do not attach importance to localized marketing.

Take Huda Beauty, a hot overseas beauty brand, as an example. Its overseas official account has 50 million fans. Since 2020, it has won the top spot of the most popular brand of Cosmetify, a British beauty retail platform, for three years in a row, but it has almost completely left China within three years.

In sharp contrast, Huda Beauty’s dilemma in China may be more than the official explanation of "stopping cooperation with the operator".

We checked the operation of Huda Beauty on various platforms and found that its only direct channel in China is Tmall’s overseas flagship store, which has been closed. Although the official account of Xiaohongshu was established, it stopped updating at the end of 2021, and now the homepage has even been emptied, resulting in some domestic consumers lacking channels to understand products and brands.

Dig deeper,In the final analysis, these brands’ blunders in product and marketing are because consumers have changed.

First of all,When choosing products, consumers pay more attention to their real needs.

The most intuitive example is that consumers know their skin state better than before and pay more attention to the experience.

As mentioned above, users of TUO pure skin care brand FAB not only pay attention to the skin care effect, but also pay attention to whether it will be slippery and smell good when used.

Secondly,In the decision-making process, consumers believe in the real sharing of ordinary people and are more willing to share their own consumption experiences and feelings.

It is worth mentioning that,Many potential consumer demands are stimulated by the communication between ordinary users. They may be inspired by scene-based content, or they may be inspired by fashion trends.

For example, the gray style in autumn and winter became popular at first because of the delicate and low-key gray style, and then extended to makeup, which made many consumers have a demand for buying and using makeup products such as cold and low-saturated bean paste color, gray eye shadow tray and lipstick, and issued a feeling similar to "I didn’t expect it to be like this."

So,When brands do product research and development, they should dig deep into the needs of consumers, develop products according to their needs, and solve the pain points of consumers.

To do grass marketing, we should also be close to consumers and accurately cover the consumption decision-making field of target users.

How do those brands that grow against the trend do it?

I understand everything, but where should I start? We can refer to those beauty care brands that still occupy a place in the fierce market killing.

According to the GMV rankings of different categories of e-commerce platforms, among the "top students" in 2023, international brands include L ‘Oreal, Lancome, Hailan Mystery, etc., while domestic products are represented by skin care brands Polaiya, Yangshengtang and Beauty Instrument Miguang.

Referring to Little Red Book’s 2023 Selected Case Manual 24 Beauty Case, we found that some new domestic brands also emerged. For example, the skin care brand East Beast and pure make-up RED CHAMBER have gained a lot of achievements and popularity.

Looking back at the actions of these brands in the past year, we find that they have one thing in common-

Not only do we optimize iterative products closely following the changes of consumer demand, but we also "tailor-made" the marketing plan of planting grass in Xiaohongshu.

For example, the winter pregnancy essence of the domestic skin care brand Yangshengtang was actually launched as early as 2022, and it was not until 2023 that it was circled in a large area on Xiaohongshu, realizing a comprehensive leap in the business inside and outside the station and becoming a veritable explosion.

Word of mouth and sales are rising against the trend. How is this done? We carefully disassembled it from two stages: cognition and transformation.

First of all, according to the search of the key categories of Xiaohongshu skin care, Yangshengtang selected the sub-category of secondary polishing essence, launched the secondary polishing essence with independent packaging, and focused on this niche but explosive track.

Secondly, Xiaohongshu teamed up with authoritative media Xinhua News Agency and four powerful domestic beauty brands including Yangshengtang to jointly create Xiaohongshu’s S+ IP "Treasure Components in China".

The brand not only traces the source of natural birch juice, the key component of winter pregnancy essence "waterless skin care", to consumers through on-the-spot shooting; Also actively collected a lot of consumer feedback, so that the brand spokesperson personally responded.

We call this way of planting grass "authority+sincerity", which has two advantages.

On the one hand, when consumers are moving closer to the "component party" and "formula party", the confident Yangshengtang generously displays its scientific research technology and achievements-sincerely superposing its strength is the biggest killer skill.

On the other hand, brands take the initiative to face the sharp doubts of consumers, which is conducive to narrowing the distance between consumers and brands. Brands can also create products that are more suitable for consumers based on these real feedbacks, and continue to grow under the witness of consumers.

of course，Planting grass is only a preliminary impression in consumers’ minds, and how to change from planting grass is more crucial.

In fact, the outbreak of the sales of the essence of winter pregnancy in Yangshengtang did not soar, but was divided into a "transformation trilogy", step by step.

In the initial starting stage, pay attention to "accurate touch".

Out of the awareness of the product characteristics of Yangshengtang Winter Pregnancy Essence and the high customer unit price (339 yuan /7 pieces, 1309 yuan /28 pieces), the buyers selected by the brand are mainly professional and vertical skin care, and the goods are delivered live through the head, waist and tail buyer matrix to accurately reach the core target population.

Moreover, different buyers can cover different audiences. Fans like head buyers @ Sweet Dog @ and @ Little Dianer kini are mainly young people who streamline skin care, while waist buyers @Lingling and @ Cat Dada’s effective skin care cover luxury beauty and exquisite middle class over 30 years old.

At this stage, the transaction field of Yangshengtang in Xiaohong Bookstore is concentrated on the live broadcast of buyers, and the overall GMV quantity is rapid, and the GMV of winter pregnancy essence accounts for more than half, which has a big improvement.

In the second stage, Xiaohongshu began to help Yangshengtang and the stars join hands to "build tall buildings", initially creating a closed loop of "planting grass-transforming" in Xiaohong Bookstore.

First, Angel, the star buyer of Xiaohongshu, visited the Yangshengtang laboratory to endorse and expand the volume; The second is to bring goods through live broadcast, store broadcast and business notes, and open up different channels for bringing goods.

The effect of this is indeed remarkable.

Many ordinary consumers began to spontaneously share screenshots of their purchases of Yangshengtang’s winter pregnancy essence in Xiaohongshu, and some people specially sent notes to ask "Is it good or not?" They exchanged experience and purchase experience with other consumers in the comment area, which vividly reflected the community atmosphere of Xiaohongshu’s mutual assistance.

This community atmosphere of mutual assistance has made Xiaohongshu the main position for consumers to plant grass, and it has also become a business transaction field after consumers make consumption decisions.

At this stage, the overall GMV of Yangshengtang has tripled in a single month, and the proportion of GMV of the new winter pregnancy essence has increased to 75%, making it an ace item. The transaction channels of sales have also become diversified and rich. In addition to the live broadcast of buyers, the proportion of sales of commercial notes and store broadcasts has increased.

After the first two stages of operation, the winter pregnancy essence of Yangshengtang has basically locked in the vertical crowd in Xiaohongshu, and has the first batch of tap water users who share and support the brand, and the word of mouth has begun to spread outward.

The next step is to continue to exert different delivery channels to comprehensively improve the conversion efficiency.

At this stage, the buyer’s live broadcast matrix and brand store broadcast operations continue to upgrade, with 80% of the head and waist buyers with live broadcasts, and the number of live broadcasts has also increased six times compared with before; The official store broadcasts daily, with a daily broadcast of 9 hours; Enterprise numbers and brand partners also join the ranks of releasing product notes, and rely on high-quality content output to drive consumers to place orders.

Among them,High-quality live broadcast by buyers can enlarge the scale of their own live broadcast GMV by skin care products with high customer unit price, or feed back the brand store broadcast, and precipitate the crowd assets into the private domain of brands, forming a win-win situation.

At this point, Yangshengtang was "fully blossoming" in Xiaohong Bookstore. The overall GMV has increased by 12 times in a single month compared with the initial one; In addition to the new winter pregnancy essence, the GMV ratio of another single-product black gold limited gift box (899 yuan /18 pieces) also reached 35%.

It can be said,The popularity of Yangshengtang’s winter pregnancy essence in Xiaohongshu is by no means a random explosion of luck.

Instead, we rely on product strength, big data of Xiaohongshu, and self-closed-loop marketing strategy for buyer’s economy and self-broadcasting ecology to enlarge the advantages of brands and products step by step, so as to realize efficient transformation in Xiaohongshu and other consumption channels.

Write it at the end

Judging from those brands that "quit" and grow against the trend,The new battlefield of beauty care has been transferred to the little red book.

Turning to the 24 Beauty Case at the Little Red Book WILL Business Conference, we will find that,In addition to the essence of Yangshengtang’s winter pregnancy, there are many products in different product life cycles, which have been successfully circled and broken in Xiaohongshu.

Roye, a care brand, will continue to expand its product portfolio to match different fashion trends according to the trend of "dandruff removal" and high-end care consumption in Xiaohongshu, and eventually the GMV of the whole network will increase by 50%.

With the help of the IP of "Treasure Components in China", the essence of Nature Hall Little Purple Bottle promotes the ace component Himeyne, anchoring the component party to carry out KFS targeted crowd expansion;

AFU11 seed essential oil multiplied by the east wind of "nourishing skin with oil", and cooperated with star buyers to realize the closed-loop live broadcast of grass planting-transformation, reaching one million GMV.

As Mr. philip kotler, the father of modern marketing, mentioned in the latest editions of Marketing Management and H2H Marketing,We should conform to the communication mode of "people influence people" and return to the understanding and attention to people and consumers’ needs.

From the platform perspective of Xiaohongshu, today’s consumers are more active, and are more willing to actively discuss, repurchase and recommend their favorite products.

Including actively asking questions, collecting information → actively repurchasing → actively sharing and recommending to others, actively interacting with brands and even giving feedback, suggestions and demands.

Therefore,For brands, in addition to blindly rolling in low prices, discounts and concessions, we can also make good use of the sharp edge of Xiaohongshu to stimulate consumers’ initiative and find the vitality of brand breaking.

No matter whether the consumer’s feedback is good or bad, the brand can listen humbly first, then change it if there is, and encourage if there is no feedback.

Author: Zheng Xiaohui Design: Qi Tonghui

Operation camp: Su Hongrui Supervision system: Li Jingyu